Web site launches are arguably one of the vital dangerous SEO endeavors. You possibly can go from pure web optimization bliss to disaster on the flip of a swap.
I’m certain any skilled web optimization you ask may let you know a web site launch horror story or two; whether or not it was their very own doing because of lack of expertise/expertise or one thing utterly out of their palms.
My hope with right now’s article is that you could be study one thing from a number of the classes I’ve realized launching web sites over the previous decade. On the very least, maybe it’ll assist stop one much less web site launch horror story.
Under are a number of the main classes I’ve realized and aren’t in any specific order of significance.
1. Excluding low-traffic pages from redirects throughout a web site launch is dangerous
I realized this lesson the arduous means when working at an company years in the past.
For no matter cause, on the time, we solely redirected the highest 500 pages of a web site based mostly on visitors, hyperlinks and total web page authority.
If it was a CMS web page (like class pages), these additionally bought redirected.
As for the remaining, if we may discover a approach to mass redirect chunks of them past that, we did. If not, we reduce it off there.
When managing an ecommerce web site with 1000’s upon 1000’s of pages, low search visitors to a particular web page or set of pages can nonetheless add as much as a whole bunch or 1000’s of visits total. This may result in a major lower in whole visitors after launch.
If you wish to keep away from any kind of visitors loss, ensure you arrange a time along with your internet staff prematurely to debate a 301 redirect technique so that you could redirect the bulk, if not all, of your previous pages to your new pages.
Dig deeper: SEO during website development and post-launch: Key considerations
2. Points with redirects may cause main technical issues and visitors loss after a web site launch
Even probably the most excellent 301 redirect technique can go awry.
Not solely is it necessary that you’ve got technique and listing, however it’s nearly simply as necessary to check that redirects are working correctly instantly after launch.
You’ll need to examine for issues like:
- Redirect chains.
- Loops.
- 302 redirects.
To do that, I like to recommend utilizing Screaming Frog’s listing mode function to audit your redirects by importing your redirect listing and checking the ultimate vacation spot of every URL. I additionally use a software referred to as WhereGoes to examine for redirect loops and chains. To me, it’s by no means a foul factor to make use of multiple software for testing.
3. Altering the consumer expertise can tank your new web site’s visitors for months
I as soon as labored on a furnishings web site. Every kind of modifications have been being made – from the general web site design to the navigation, filters and the checkout expertise.
Making these modifications isn’t dangerous. Nevertheless, with out the correct testing, issues can go incorrect shortly.
After launch, we skilled visitors loss and conversion charge drops. Clients additionally had points on the checkout. There have been quite a lot of issues, to say the least.
As time went on, issues bought barely higher, however I’m undecided they ever totally recovered.
You possibly can count on points with any launch, however when the conversion charge tanks, that could be a main signal of consumer expertise points. Particularly whenever you roll out modifications like navigation updates, completely different filters and a brand new design.
This expertise highlighted the significance of getting a talented consumer expertise staff for a profitable web site launch. It may make or break your web site!
Dig deeper: 12 SEO pitfalls to avoid during a website platform migration
4. Not involving web optimization from the start is a recipe for catastrophe
I used to be initially introduced in solely to collaborate with an out of doors company on the redirect technique (and another web optimization particulars) for the furnishings firm web site relaunch I discussed earlier.
I wasn’t included in web site launch conferences. I had no entry to wireframes, designs or associated supplies.
In hindsight, I ought to have requested extra info. I assumed these features have been being dealt with.
What I’ve realized since: it’s in your greatest curiosity to proactively contain your self in any space that may influence web optimization.
Many individuals usually overlook your work as an web optimization. You’re usually higher off assuming individuals don’t know what than assuming it’s being considered or taken care of as a result of it doubtless isn’t.
Whether it is being considered and being taken care of correctly, that’s superb. You’re one of many fortunate few. No less than you probably did your due diligence.
Listed here are issues try to be concerned in for a web site launch:
- Technique conferences
- Wireframe / info structure critiques
- Design / UX discussions
- Key phrase analysis for brand new pages
- Staging web site entry and critiques
- 301 redirect technique
- Submit-launch evaluate
You possibly can enhance this course of extra by means of higher cross-team collaboration and speaking the significance of what you do and why you do it.
This may be completed by means of higher processes, documentation, coaching and easily educating different groups. Oftentimes, in web optimization, you need to be your personal advocate.
Dig deeper: How to use SEO education for stakeholder management
Navigating the perils of web site launches
Web site launches are inherently dangerous endeavors for web optimization, however correct planning and cross-functional collaboration can assist you keep away from potential pitfalls.
Whereas not an exhaustive information, studying from the hard-earned classes outlined right here can spare you from frequent web site launch blunders that set web optimization efforts again months and even years.
Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Employees authors are listed here.
